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Luke

Luke Farrel’s Campaign for Young Trustee

Luke Farrel, a wonderful classmate of mine at Duke, reached out to me asking if I would head up the branding, design and digital strategy for his upcoming campaign for Duke University Young Trustee.

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I began my creative process with a meeting with Luke to understand what the key goals of his campaign were, what he hopes would set him apart from the other candidates, and what the design of his campaign collateral could do to support those goals.

Next, I put together a creative brief to ensure that we were aligned on the goals and scope of the project. In this brief, I included a verbose project description that would inform the design narrative and campaign story we were hoping to illustrate. I also outlined the deliverables I would be producing, the decision-makers in the design process and the deadlines to which I would hold myself and others accountable. Lastly, I included a mood board to characterize the visual language that I envisioned would suit the campaign goals. I presented this brief to the listed stakeholders, integrated their thoughts and feedback, and together, we decided to move forward to the sketching process.

Next, I put together a creative brief to ensure that we were aligned on the goals and scope of the project. In this brief, I included a verbose project description that would inform the design narrative and campaign story we were hoping to illustrate. I also outlined the deliverables I would be producing, the decision-makers in the design process and the deadlines to which I would hold myself and others accountable. Lastly, I included a mood board to characterize the visual language that I envisioned would suit the campaign goals. I presented this brief to the listed stakeholders, integrated their thoughts and feedback, and together, we decided to move forward to the sketching process.

scroll through the style guide >>>

As we were on a tight timeline, my first unofficial deliverable was a style guide in order to main visual cohesion while other designers began their creative processes. In the style guide, I made sure to include keywords for designers to integrate into the visual vernacular of any collateral they created with Luke’s name on it. Next I included the official logo lockup that would be used consistently across the campaign as a simple, catchy and recognizable hallmark of Luke’s touch (and how it should and should not be used). I also created a color and type guide to keep the visual language consistent. Lastly, I had Luke help write a voice guide to ensure that any time a Duke student was reading anything from a flyer or poster found on campus, to a social media post, to listening to Luke speech, it all would sound like it was coming from Luke’s lips. This was possibly the most important page of the style guide as it allowed Duke students who didn’t even know Luke to feel as though each touchpoint they had with Luke’s brand, felt as though they were speaking with him. Luke has an incredible energy and I hoped to nurture the visual manifestation of that energy.

Below, find a few of my final deliverables including the desktop website and some graphics used on social and other printed collateral (posters, flyers, pins, stickers, etc.).

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Graphics used across the campaign:

It was an incredible honor and privilege on my first campaign, especially for someone of the likes of Luke. I hope to have similar opportunities to build powerful brand experiences around other remarkable people.